The easy way to do the right thing.
Elkay, the number-one sink manufacturer in the U.S., faced a significant marketing challenge with their ezH2O Bottle Filling Stations. Despite offering an innovative solution to amp up water bottle convenience, and reduce plastic bottles in the environment, brand awareness and institutional adoption was critically low. The product needed a clear messaging strategy to motivate people to advocate for change in their organizations.
Sales of ezH20 in 3 Years
The Challenge
Research revealed that while sustainability initiatives were gaining momentum in schools, corporations, and public spaces, decision-makers faced several barriers: budget constraints making green initiatives "nice-to-haves" rather than essential; difficulty quantifying sustainability ROI, and competing priorities for facility improvement.
The Enemy—Single-use plastic water bottles
We identified the true adversary in our campaign: the single-use plastic water bottle. These ubiquitous items were polluting waterways and the environment, creating massive waste in landfills, wasting resources to produce and transport, and representing an unnecessary expense when clean tap water was readily available.
You want to be environmentally responsible and we have a practical solution.
People knew plastic waste was harmful but struggled to change their habits without an easy alternative. Organizations wanted to demonstrate environmental commitment but needed solutions with reasonable ROI. The decision to install water infrastructure was often made by committees weighing practical considerations against idealistic goals so we needed to visualize the impact of the problem and position Elkay’s ezH2O as an effective solution.
